The closure of Spotify Live App is a significant blow to the music industry. Many artists and labels had invested heavily in the platform, which offered a unique way to connect with fans and promote new music.
Spotify had been investing heavily in the app, with a reported $100 million in funding. This investment had helped to attract top talent and create a robust platform.
The app's closure will likely have a ripple effect throughout the industry, as artists and labels adjust to the loss of a valuable promotional tool.
Spotify Live Status
Spotify is shutting down its live audio app Spotify Live.
The company made the decision to sunset the app after a period of experimentation and learnings around how Spotify users interact with live audio.
Spotify believes there is a future for live fan-creator interactions in the Spotify ecosystem, but it no longer makes sense as a standalone app.
The Spotify Live app was previously known as Spotify Greenroom, which was rebranded from Locker Room after Spotify acquired Betty Labs in March 2021 for $62 million.
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Spotify Greenroom was initially focused on live audio's intersection with sports content, but the company quickly rebranded it and introduced it as Greenroom in June 2021.
The company rolled out live weekly shows in an attempt to drive consumer adoption of its live audio service.
However, Greenroom failed to gain traction in a market that was already moving on from the live audio trend.
Spotify will continue to explore live features on its main platform, including the artist-focused use case of 'listening parties', which have shown promising results.
The main Spotify app will still allow creators to reach a broader audience of Spotify's 406 million global listeners.
Impact on Creators
Spotify Live had a profound impact on creators, particularly those focused on Generation Z content.
By October 2021, Spotify had partnered with various creators to boost traffic and validate its vertically integrated podcast model.
These creators primarily focused on Generation Z, producing content that resonated with this demographic.
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The Ringer, an in-house Spotify talent, produced sports-related content, which was a key part of Spotify's strategy.
Spotify also recruited creators from various social channels to grow Greenroom's audience and promote its integration with Spotify and Anchor.
Each verified Spotify partner had their Greenroom shows featured in both the Greenroom app and their profiles on the Spotify app.
Frequently Asked Questions
Is Spotify Live still a thing?
Unfortunately, Spotify Live was shut down at the end of April 2023. However, you can still access live audio content through the main Spotify app.
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